Gen Z is the generation guilty of bringing back loose-fitting jeans to fashion and the driving force behind TikTok’s crazy entrance to the social media sphere. But who can blame them? They’re the new trendsetters! For fashion brands to be top-of-mind and reach this ever-changing consumer called Gen Z, they need to learn where they spend time and what they want in terms of marketing and communications.
Who is Gen Z?
Gen Z refers to those born between 1997 and 2015 and in 2021, they are aged between 6-24. They will soon be the largest living generation, and as of today, Gen Z, or zoomers, constitute almost 30% of the world’s population. As this generation is still quite young, most Gen Zs still live at home with their parents, are still in school and have a low income.
They are highly digitally engaged and have been brought up with social media and a smartphone in their hand. Fun fact, Gen Z is the first generation that has not experienced a world without smartphones. When the pandemic first struck, their smartphone usage hit the roof, and according to data from Global Web Index, almost 6 out of 10 were spending more time on social media.
Learn more about mastering the art of marketing to Gen Z from Blume, a fast-growing cohesive line of clean skin, body and period care.
Common Gen Z characteristics
Gen Z has been brought up in a changing world. They genuinely care about the environment and social issues and are always up for making a difference. For fashion brands, it’s important to stand for a cause that matters and actively contribute to a better world. For example, questions related to working conditions, climate compensation and social issues within your industry.
Gen Zs are conscious about the world they’re living in and they strongly believe that they can change it for the better. But starting at the beginning of their adult life when Covid-19 hit made this generation even more worried about their uncertain future. As a result, they are one of the most changing generations alive in terms of adapting to the world around them. They are well informed and involved in questions that matter to them, which also reflects their consumption.
According to new research from GlobalWebIndex, most Gen Zs say that having a positive attitude, being successful and learning new skills is important to them. The things that increased the most during 2020 was to be successful, standing out in a crowd and challenging themselves.